Industry: Healthcare
Client: INTAS Pharmaceuticals Ltd.
Services Provided: Integrated Campaign, Digital Film, Medical Education, Influencer Endorsement
Timeline: July 2023
Geography: India
The Challenge
In India, IVF (In Vitro Fertilization) has traditionally been perceived as a last resort for couples facing infertility. Public awareness around its broader medical applications-especially in preventing genetic disorders-was limited. Deep-rooted stigma and widespread misconceptions delayed timely medical interventions, often resulting in missed opportunities for healthier births.
To change this, there was a pressing need to educate not only potential parents but also the medical community on the real, science-backed potential of IVF and genetic screening.
The Strategy
One Advertising & Communication Services Ltd. partnered with INTAS Pharmaceuticals to reshape the IVF narrative from a “last chance” treatment to a proactive step toward family health.
At the heart of the campaign was Anjana’s real-life story-a compelling example of how genetic risk was identified and mitigated through IVF and preimplantation genetic testing (PGT). Her journey became the emotional and scientific core of the campaign.
The approach included:
- Authentic storytelling rooted in real patient experiences
- Scientific credibility through endorsements by leading fertility experts
- Multi-channel distribution via hospitals, digital platforms, and fertility forums
Creative Execution
A powerful digital film captured Anjana’s journey with warmth and honesty, bypassing medical jargon and focusing on the emotional strength behind her decision.
Key campaign components included:
- Clinic-based screenings of the film
- Digital amplification through patient testimonials and expert videos
- Influencer-led social content to reach younger, tech-savvy audiences
- Educational webinars and discussions at medical conferences
This blend of human emotion and medical clarity ensured the campaign’s message was both credible and deeply relatable.
Impact & Results
The “IVF Hai Toh Possible Hai” campaign generated a strong nationwide response:
- Hospitals and fertility clinics reported a clear rise in enquiries around IVF and genetic screening
- IVF specialists began using the campaign film as an educational resource
- Forums and fertility communities saw an uptick in organic, informed discussions
- The stigma around IVF shifted, with the campaign reframing it as a choice grounded in modern science and love for future generations
Most importantly, the campaign succeeded in positioning IVF not just as a solution for infertility, but as a path to healthier families.
